HISTORIC CONCORD EXCHANGE

ST. PAUL / CREATIVE DIRECTION

The Historic Concord Exchange is an iconic event space in South St. Paul, Minnesota. Built in 1887, this Romanesque marvel was originally a hub of industry and innovation for the Midwest's booming stockyard business. Today, it serves as a modern events venue while preserving its historic charm.

Logo for the Historic Concord Exchange, established in 1886, featuring a line drawing of a historic building.

The goal was to create an elevated brand identity that honored the building’s rich history while appealing to a modern audience. The previous branding lacked the sophistication and charisma necessary to reflect the essence of this historic venue.

Glasses filled with champagne on a table, with a person in the background pouring champagne, overlaid with the text 'We'll bring the bubbles. Sealed with a kiss, celebrated with champagne.'
Two images side by side. The left shows a person dressed in vintage clothing with one foot on a table, surrounded by elegant tableware and decorations. The right shows a top view of a person eating at a dinner table with plates of cake and a glass of wine, with the overlay text "Love Unleashed. No Rules, Just Celebration."
Event invitation featuring a sketch of a historic castle and a black and white photograph of a castle, with the text 'At Your Service' and 'You are invited, darling.'

Drawing inspiration from Wes Anderson’s films, particularly The Grand Budapest Hotel, I reimagined the brand with a design aesthetic that captured the symmetry, charm, and grandeur of the Historic Concord Exchange. The final visual identity brought a fresh, elevated perspective to the brand while staying true to its historical roots.

Process

✣ Studied the building’s architectural features. Looked to Wes Anderson's aesthetic for visual cues.

✣ Developed logo concepts, typography and color palette that combined alluring tonality with modern sophistication.

✣ Worked closely with the project lead to ensure the branding reflected the client’s vision and aligned with the venue’s prestigious reputation.

A beige envelope with a black-and-white historical building in the background.
People dressed in tuxedos, one holding a glass of champagne, at a formal event with wooden paneling background. Text overlays: 'Beyond the Ordinary' and 'Straight to Extraordinary'.
A vintage black-and-white photo of a hand wearing a white glove and a bracelet, holding a card with the words "Happily Ever After" and "Starts Here," with an illustration of a castle above and a logo for Historic Concord Exchange on a beige background.

Rebranding such a historic landmark in Minnesota’s capital was an incredible opportunity. Translating the grandeur of the Historic Concord Exchange into a visual language that is both approachable and elevated was deeply rewarding. The project allowed me to blend my passion for history and design while creating a memorable and timeless identity.

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